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What?


Why ?




Advantages


Use Cases




Simple Example


Steps


Itemset


Antecedent & Consequent


Support


Confidence


Lift


Data


Data Dictionary


  • invoice number
  • description
  • quantity
  • invoice date
  • unit price
  • customer id
  • country

Libraries


Preprocessing


## # A tibble: 6 x 1,114
##   item_1 item_2 item_3 item_4 item_5 item_6 item_7 item_8 item_9 item_10
##   <chr>  <chr>  <chr>  <chr>  <chr>  <chr>  <chr>  <chr>  <chr>  <chr>  
## 1 BATH ~ ""     ""     ""     ""     ""     ""     ""     ""     ""     
## 2 PAPER~ ""     ""     ""     ""     ""     ""     ""     ""     ""     
## 3 VICTO~ ""     ""     ""     ""     ""     ""     ""     ""     ""     
## 4 JAM M~ ""     ""     ""     ""     ""     ""     ""     ""     ""     
## 5 Disco~ ""     ""     ""     ""     ""     ""     ""     ""     ""     
## 6 SET O~ ""     ""     ""     ""     ""     ""     ""     ""     ""     
## # ... with 1,104 more variables: item_11 <chr>, item_12 <chr>,
## #   item_13 <chr>, item_14 <chr>, item_15 <chr>, item_16 <chr>,
## #   item_17 <chr>, item_18 <chr>, item_19 <chr>, item_20 <chr>,
## #   item_21 <chr>, item_22 <chr>, item_23 <chr>, item_24 <chr>,
## #   item_25 <chr>, item_26 <chr>, item_27 <chr>, item_28 <chr>,
## #   item_29 <chr>, item_30 <chr>, item_31 <chr>, item_32 <chr>,
## #   item_33 <chr>, item_34 <chr>, item_35 <chr>, item_36 <chr>,
## #   item_37 <chr>, item_38 <chr>, item_39 <chr>, item_40 <chr>,
## #   item_41 <chr>, item_42 <chr>, item_43 <chr>, item_44 <chr>,
## #   item_45 <chr>, item_46 <chr>, item_47 <chr>, item_48 <chr>,
## #   item_49 <chr>, item_50 <chr>, item_51 <chr>, item_52 <chr>,
## #   item_53 <chr>, item_54 <chr>, item_55 <chr>, item_56 <chr>,
## #   item_57 <chr>, item_58 <chr>, item_59 <chr>, item_60 <chr>,
## #   item_61 <chr>, item_62 <chr>, item_63 <chr>, item_64 <chr>,
## #   item_65 <chr>, item_66 <chr>, item_67 <chr>, item_68 <chr>,
## #   item_69 <chr>, item_70 <chr>, item_71 <chr>, item_72 <chr>,
## #   item_73 <chr>, item_74 <chr>, item_75 <chr>, item_76 <chr>,
## #   item_77 <chr>, item_78 <chr>, item_79 <chr>, item_80 <chr>,
## #   item_81 <chr>, item_82 <chr>, item_83 <chr>, item_84 <chr>,
## #   item_85 <chr>, item_86 <chr>, item_87 <chr>, item_88 <chr>,
## #   item_89 <chr>, item_90 <chr>, item_91 <chr>, item_92 <chr>,
## #   item_93 <chr>, item_94 <chr>, item_95 <chr>, item_96 <chr>,
## #   item_97 <chr>, item_98 <chr>, item_99 <chr>, item_100 <chr>,
## #   item_101 <chr>, item_102 <chr>, item_103 <chr>, item_104 <chr>,
## #   item_105 <chr>, item_106 <chr>, item_107 <chr>, item_108 <chr>,
## #   item_109 <chr>, item_110 <chr>, ...

What time of day do people purchase?



How many items are purchased on an average?


Mean
## [1] 20.92313
Median
## [1] 10

Most Purchased Items


## # A tibble: 4,212 x 2
##    Description                        count
##    <chr>                              <int>
##  1 WHITE HANGING HEART T-LIGHT HOLDER  2369
##  2 REGENCY CAKESTAND 3 TIER            2200
##  3 JUMBO BAG RED RETROSPOT             2159
##  4 PARTY BUNTING                       1727
##  5 LUNCH BAG RED RETROSPOT             1638
##  6 ASSORTED COLOUR BIRD ORNAMENT       1501
##  7 SET OF 3 CAKE TINS PANTRY DESIGN    1473
##  8 <NA>                                1454
##  9 PACK OF 72 RETROSPOT CAKE CASES     1385
## 10 LUNCH BAG  BLACK SKULL.             1350
## # ... with 4,202 more rows

Average Order Value


## [1] 96.47892

Read Data


## transactions in sparse format with
##  25901 transactions (rows) and
##  10085 items (columns)

Summary


## transactions as itemMatrix in sparse format with
##  25901 rows (elements/itemsets/transactions) and
##  10085 columns (items) and a density of 0.001660018 
## 
## most frequent items:
## WHITE HANGING HEART T-LIGHT HOLDER           REGENCY CAKESTAND 3 TIER 
##                               1999                               1914 
##            JUMBO BAG RED RETROSPOT                      PARTY BUNTING 
##                               1806                               1488 
##            LUNCH BAG RED RETROSPOT                            (Other) 
##                               1404                             425005 
## 
## element (itemset/transaction) length distribution:
## sizes
##    0    1    2    3    4    5    6    7    8    9   10   11   12   13   14 
## 1454 4578 1727 1208  942  891  781  715  696  683  612  642  547  530  543 
##   15   16   17   18   19   20   21   22   23   24   25   26   27   28   29 
##  555  537  479  459  491  428  405  328  311  280  248  261  235  221  233 
##   30   31   32   33   34   35   36   37   38   39   40   41   42   43   44 
##  224  175  174  145  149  139  122  119  100  117   98   94  102   93   72 
##   45   46   47   48   49   50   51   52   53   54   55   56   57   58   59 
##   73   74   71   69   68   59   70   49   49   54   57   42   32   42   39 
##   60   61   62   63   64   65   66   67   68   69   70   71   72   73   74 
##   34   40   22   27   30   24   34   28   25   21   23   26   14   17   24 
##   75   76   77   78   79   80   81   82   83   84   85   86   87   88   89 
##   11   18   14   13   10   16   18   15   10    9   16   13   16   13    7 
##   90   91   92   93   94   95   96   97   98   99  100  101  102  103  104 
##    8   12   12    8    7    7    4    7    9    5    8    8    4    5    7 
##  105  106  107  108  109  110  111  112  113  114  115  116  117  118  119 
##    2    3    7    9    4    7    4    2    7    1    1    4    7    6    2 
##  120  121  122  123  124  125  126  127  129  130  131  132  133  134  135 
##    3    5    4    4    2    5    6    2    1    4    3    6    6    3    4 
##  136  137  138  139  140  141  142  143  144  145  146  147  148  149  150 
##    3    2    1    1    3    8    5    3    4    4    6    2    3    1    4 
##  151  152  153  154  155  156  157  158  159  160  162  163  164  167  168 
##    3    2    4    7    3    3    5    2    4    5    1    2    1    3    5 
##  169  170  171  172  173  174  175  176  177  178  179  180  181  182  183 
##    2    2    4    3    1    3    5    1    2    2    2    2    1    2    1 
##  184  185  186  187  189  190  192  193  194  196  197  198  201  202  204 
##    2    1    1    2    2    1    1    5    1    2    3    2    1    1    2 
##  205  206  207  208  209  212  213  215  219  220  224  226  227  228  230 
##    2    1    3    3    2    1    2    2    7    1    3    3    1    1    2 
##  232  234  236  238  240  241  244  248  249  250  252  256  257  258  260 
##    1    2    1    2    2    2    1    1    2    2    1    1    1    1    2 
##  261  263  265  266  270  272  281  284  285  298  299  301  303  304  305 
##    1    2    1    1    1    1    1    1    2    1    2    1    1    1    3 
##  312  314  316  320  321  326  327  329  332  333  338  339  341  344  348 
##    2    1    1    2    1    1    1    1    1    1    1    1    1    2    1 
##  350  360  365  367  375  391  394  398  400  402  405  411  419  422  429 
##    1    2    1    1    3    1    1    1    1    1    1    1    2    1    1 
##  431  442  447  460  468  471  477  509  514  530  587  627 1114 
##    2    1    1    1    1    1    1    1    1    1    1    1    1 
## 
##    Min. 1st Qu.  Median    Mean 3rd Qu.    Max. 
##    0.00    2.00    8.00   16.74   20.00 1114.00 
## 
## includes extended item information - examples:
##                    labels
## 1   *Boombox Ipod Classic
## 2 *USB Office Mirror Ball
## 3                       ?

Item Frequency Plot


Generate Rules


## Apriori
## 
## Parameter specification:
##  confidence minval smax arem  aval originalSupport maxtime support minlen
##         0.8    0.1    1 none FALSE            TRUE       5   0.009      1
##  maxlen target   ext
##       4  rules FALSE
## 
## Algorithmic control:
##  filter tree heap memopt load sort verbose
##     0.1 TRUE TRUE  FALSE TRUE    2    TRUE
## 
## Absolute minimum support count: 233 
## 
## set item appearances ...[0 item(s)] done [0.00s].
## set transactions ...[10085 item(s), 25901 transaction(s)] done [2.75s].
## sorting and recoding items ... [508 item(s)] done [0.06s].
## creating transaction tree ... done [0.30s].
## checking subsets of size 1 2 3 4
## Warning in apriori(basket_data, parameter = list(supp = 0.009, conf =
## 0.8, : Mining stopped (maxlen reached). Only patterns up to a length of 4
## returned!
##  done [0.21s].
## writing ... [22 rule(s)] done [0.00s].
## creating S4 object  ... done [0.05s].

Rules Summary


## set of 22 rules
## 
## rule length distribution (lhs + rhs):sizes
##  2  3  4 
## 11  9  2 
## 
##    Min. 1st Qu.  Median    Mean 3rd Qu.    Max. 
##   2.000   2.000   2.500   2.591   3.000   4.000 
## 
## summary of quality measures:
##     support           confidence          lift           count      
##  Min.   :0.009034   Min.   :0.8035   Min.   :22.59   Min.   :234.0  
##  1st Qu.:0.010453   1st Qu.:0.8530   1st Qu.:25.02   1st Qu.:270.8  
##  Median :0.013223   Median :0.8868   Median :55.94   Median :342.5  
##  Mean   :0.012760   Mean   :0.9120   Mean   :48.55   Mean   :330.5  
##  3rd Qu.:0.014362   3rd Qu.:1.0000   3rd Qu.:61.23   3rd Qu.:372.0  
##  Max.   :0.018339   Max.   :1.0000   Max.   :71.30   Max.   :475.0  
## 
## mining info:
##         data ntransactions support confidence
##  basket_data         25901   0.009        0.8

Inspect Rules


##      lhs                                  rhs                                   support confidence     lift count
## [1]  {BACK DOOR}                       => {KEY FOB}                         0.009613528  1.0000000 61.23168   249
## [2]  {SET 3 RETROSPOT TEA}             => {SUGAR}                           0.014362380  1.0000000 69.62634   372
## [3]  {SUGAR}                           => {SET 3 RETROSPOT TEA}             0.014362380  1.0000000 69.62634   372
## [4]  {SET 3 RETROSPOT TEA}             => {COFFEE}                          0.014362380  1.0000000 55.94168   372
## [5]  {SUGAR}                           => {COFFEE}                          0.014362380  1.0000000 55.94168   372
## [6]  {SHED}                            => {KEY FOB}                         0.011273696  1.0000000 61.23168   292
## [7]  {SET 3 RETROSPOT TEA,                                                                                       
##       SUGAR}                           => {COFFEE}                          0.014362380  1.0000000 55.94168   372
## [8]  {COFFEE,                                                                                                    
##       SET 3 RETROSPOT TEA}             => {SUGAR}                           0.014362380  1.0000000 69.62634   372
## [9]  {COFFEE,                                                                                                    
##       SUGAR}                           => {SET 3 RETROSPOT TEA}             0.014362380  1.0000000 69.62634   372
## [10] {PINK REGENCY TEACUP AND SAUCER,                                                                            
##       REGENCY CAKESTAND 3 TIER,                                                                                  
##       ROSES REGENCY TEACUP AND SAUCER} => {GREEN REGENCY TEACUP AND SAUCER} 0.009999614  0.8900344 25.16679   259

Redundant Rules


Redundant Rules


##                                                                                               {SET 3 RETROSPOT TEA,SUGAR} 
##                                                                                                                         3 
##                                                                                               {SET 3 RETROSPOT TEA,SUGAR} 
##                                                                                                                         4 
##                                                                                              {COFFEE,SET 3 RETROSPOT TEA} 
##                                                                                                                         5 
##                                                                                              {COFFEE,SET 3 RETROSPOT TEA} 
##                                                                                                                         6 
##                                                                                                            {COFFEE,SUGAR} 
##                                                                                                                         7 
##                                                                                                            {COFFEE,SUGAR} 
##                                                                                                                         8 
##                                                                                        {COFFEE,SET 3 RETROSPOT TEA,SUGAR} 
##                                                                                                                        12 
##                                                                                        {COFFEE,SET 3 RETROSPOT TEA,SUGAR} 
##                                                                                                                        13 
##                                                                                        {COFFEE,SET 3 RETROSPOT TEA,SUGAR} 
##                                                                                                                        14 
##                            {SET/20 RED RETROSPOT PAPER NAPKINS,SET/6 RED SPOTTY PAPER CUPS,SET/6 RED SPOTTY PAPER PLATES} 
##                                                                                                                        15 
##                          {GREEN REGENCY TEACUP AND SAUCER,PINK REGENCY TEACUP AND SAUCER,ROSES REGENCY TEACUP AND SAUCER} 
##                                                                                                                        16 
##                          {GREEN REGENCY TEACUP AND SAUCER,PINK REGENCY TEACUP AND SAUCER,ROSES REGENCY TEACUP AND SAUCER} 
##                                                                                                                        17 
## {GREEN REGENCY TEACUP AND SAUCER,PINK REGENCY TEACUP AND SAUCER,REGENCY CAKESTAND 3 TIER,ROSES REGENCY TEACUP AND SAUCER} 
##                                                                                                                        21 
## {GREEN REGENCY TEACUP AND SAUCER,PINK REGENCY TEACUP AND SAUCER,REGENCY CAKESTAND 3 TIER,ROSES REGENCY TEACUP AND SAUCER} 
##                                                                                                                        22

Remove Redundant Rules


##     lhs                                     rhs                                   support confidence     lift count
## [1] {BACK DOOR}                          => {KEY FOB}                         0.009613528  1.0000000 61.23168   249
## [2] {SET 3 RETROSPOT TEA}                => {SUGAR}                           0.014362380  1.0000000 69.62634   372
## [3] {COFFEE,                                                                                                       
##      SUGAR}                              => {SET 3 RETROSPOT TEA}             0.014362380  1.0000000 69.62634   372
## [4] {PINK REGENCY TEACUP AND SAUCER,                                                                               
##      REGENCY CAKESTAND 3 TIER,                                                                                     
##      ROSES REGENCY TEACUP AND SAUCER}    => {GREEN REGENCY TEACUP AND SAUCER} 0.009999614  0.8900344 25.16679   259
## [5] {SET/20 RED RETROSPOT PAPER NAPKINS,                                                                           
##      SET/6 RED SPOTTY PAPER CUPS}        => {SET/6 RED SPOTTY PAPER PLATES}   0.009111617  0.8872180 48.68609   236
## [6] {REGENCY TEA PLATE GREEN}            => {REGENCY TEA PLATE ROSES}         0.010347091  0.8322981 55.99313   268
## [7] {STRAWBERRY CHARLOTTE BAG,                                                                                     
##      WOODLAND CHARLOTTE BAG}             => {RED RETROSPOT CHARLOTTE BAG}     0.010771785  0.8110465 23.65644   279
## [8] {SET/6 RED SPOTTY PAPER CUPS}        => {SET/6 RED SPOTTY PAPER PLATES}   0.012084476  0.8087855 44.38211   313

What influenced purchase of product X?


##     lhs                             rhs     support    confidence lift    
## [1] {SET 3 RETROSPOT TEA}        => {SUGAR} 0.01436238 1.0000000  69.62634
## [2] {COFFEE,SET 3 RETROSPOT TEA} => {SUGAR} 0.01436238 1.0000000  69.62634
## [3] {COFFEE}                     => {SUGAR} 0.01436238 0.8034557  55.94168
##     count
## [1] 372  
## [2] 372  
## [3] 372

What purchases did product X influence?


##     lhs        rhs                   support    confidence lift     count
## [1] {SUGAR} => {SET 3 RETROSPOT TEA} 0.01436238 1          69.62634 372  
## [2] {SUGAR} => {COFFEE}              0.01436238 1          55.94168 372

Top Rules


##      lhs                                  rhs                                   support confidence     lift count
## [1]  {BACK DOOR}                       => {KEY FOB}                         0.009613528  1.0000000 61.23168   249
## [2]  {SET 3 RETROSPOT TEA}             => {SUGAR}                           0.014362380  1.0000000 69.62634   372
## [3]  {SUGAR}                           => {SET 3 RETROSPOT TEA}             0.014362380  1.0000000 69.62634   372
## [4]  {SET 3 RETROSPOT TEA}             => {COFFEE}                          0.014362380  1.0000000 55.94168   372
## [5]  {SUGAR}                           => {COFFEE}                          0.014362380  1.0000000 55.94168   372
## [6]  {SHED}                            => {KEY FOB}                         0.011273696  1.0000000 61.23168   292
## [7]  {SET 3 RETROSPOT TEA,                                                                                       
##       SUGAR}                           => {COFFEE}                          0.014362380  1.0000000 55.94168   372
## [8]  {COFFEE,                                                                                                    
##       SET 3 RETROSPOT TEA}             => {SUGAR}                           0.014362380  1.0000000 69.62634   372
## [9]  {COFFEE,                                                                                                    
##       SUGAR}                           => {SET 3 RETROSPOT TEA}             0.014362380  1.0000000 69.62634   372
## [10] {PINK REGENCY TEACUP AND SAUCER,                                                                            
##       REGENCY CAKESTAND 3 TIER,                                                                                  
##       ROSES REGENCY TEACUP AND SAUCER} => {GREEN REGENCY TEACUP AND SAUCER} 0.009999614  0.8900344 25.16679   259

Scatter Plot


Network Plot


Summary


WHAT

unsupervised data mining technique employed by retailers to understand purchase behaviors and used to determine what items are frequently bought together

WHY

store layout, online recommendation engines, targeted marketing campaigns, cross-selling, up-selling, catalogue design, enhance customer experience etc

ADVANTAGES

cost-effective, insightful, flexible and actionable

USAGE

retail, telecommunications, banks, insurance, medical, manufacturing

WARNING

  • directionality of rule is lost while using lift
  • confidence as a measure can be misleading